When Barry Siff and his wife, Jodee, left Boulder over the winter for their cold-weather getaway in Tucson, Ariz., he seemed content to, in a sense, rest on his laurels.

At 57, he was a new grandfather, and he had sold his local athletic interests -- the Boulder Triathlon Series, the Downtown Boulder Running Series and his 5430 Sports promotion firm -- to the World Triathlon Corp. and seen their popularity continue to grow.

Siff, however, is a bundle of energy who could never be happy sitting and watching from the sidelines. Now, the former collegiate tennis player and ConAgra executive is back in the midst of the action after reclaiming the Downtown Boulder Running Series from World Triathlon Corp., which is focusing on putting on its Ironman races around the world, including the Boulder Triathlon Series.

That's just the start. Most visibly, Siff has been working many hours as co-chairman (along with Andrew Shoemaker) of the Boulder organizing committee for the USA Pro Cycling Challenge; he is the newly elected vice president of the Board of Directors of USA Triathlon; he writes for various sports publications; has a nascent career as a sports agent; he's getting his triathlon coaching certificate; and he finds time to train for Ironman races. (He has finished 10 of the events.)

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What's his motivation?

"It's easy when you are passionate about something," Siff said over the phone Sunday. "We don't know how to sit around. It is a great lifestyle."

Siff was, it figures, in Lubbock, Texas, where he had just finished a half-Ironman race in five hours, 20 minutes in sweltering conditions, after making the 91/2-hour drive from Boulder. That's the kind of drive and dedication that have made Siff a key figure in the Boulder athletic scene, from triathlons to running and, now, bicycling, with his volunteer role in helping bring to town what will be the biggest single event in city history.

"I have never dabbled in anything," Siff said. "When I was growing up, my mom would say, 'Barry, you can't do it all.' I told my mom I could, and I used to tell my kids, 'You can do it all.'"

Siff is certainly trying, helped a great deal by sports psychologist and author Jerry Lynch. The two have been meeting and talking for two years, with Lynch showing Siff ways to stay grounded and connected in the midst of the swirling cauldron of his athletic endeavors.

"Jerry has worked miracles," said Siff, who starts his days with a short meditation. "He has shown me how to clear my mind so I can absorb all I am doing in a good, positive way."

While the Ironman races are among the best-recognized events in the world, and the Pro Cycling Challenge will bring more than 100,000 spectators, a worldwide TV audience and the best cyclists in the world to Boulder, it is 5430 Sports and the small and cozy downtown running races that remain dear to the Siffs.

Key for them is the heavy involvement of children in each of the three events in the Downtown Boulder Running Series.

"Jodee and I love bringing kids into health and fitness," he said. "Nothing gratifies us more than working with the newbies or kids, the new people, and seeing the smiles on their faces. It makes us feel good."

Mike Sandrock

The downtown race series, started by former city of Boulder employee Jan Ward, are intimate, cozy Thursday evening races, as much social gatherings of parents, elites, newcomers and families as they are competitive races. (Although there are plenty of prizes for the winners of the various waves.)

Go to the West End 3K or Pearl Street Mile, and you can expect to see Olympic or World Championship marathoners from Japan, or gold medalists such as Constantina Dita or Mark Plaatjes mingling with 5-year-olds running their first race ever. And in the middle of it all, carrying a bullhorn or comforting a little kid, will be Siff, carrying the Boulder brand forward.

"I care deeply for Boulder," said Siff, who ran for City Council in 2008, falling one spot short being elected. "If you do what you love, it's easy to be successful."

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